This exhibition recreates the look and feel of a commercial art far during its opening days. Each stand will be manned by a “sales representative” from a fictitious company. The role of these individuals is to explain the ideas presented on their stand in a clear and simple way for visitors. The fictitious companies will vary both thematically and formally (some companies might be rich, others less so; some emerging, others experienced, etc.), and the appearance, dress code and manners of the representatives will also vary accordingly. For the curators, it was critical that the participants weren’t just hired actors, but rather gave the impression of some actual knowledge about the topics they are presenting, which is why the majority of the stands will be staffed by architects, architectural historians, and journalists. Many of these specialists also lent their expertise to the exhibition in its formative stages, and the curators are extremely delighted and grateful for their participation. To create the unique atmosphere of a fair, the curators have also collaborated with well-known theater director Filipp Grigoryan, who proved just as enthusiastic about the proposal and its creative process.

FILIPP GRIGORYAN

The director of this event Filipp Grigoryan previously was honored with the national theater award, the Golden Mask. He graduated from the Schukin Higher Theater School in 1998, where he also completed his graduate studies in 2002 and where he teaches to this day. Alongside his studies, he participated in the troupe for the Vakhtangov Theater. In 2001, Grigoryan abandoned acting altogether to pursue futuristic projects that crossed genres. For example, the project “Linia” dubbed stations along the Red Line of the Moscow Metropolitan with the voices of famous actors. Additionally, Grigoryan has presented plays in the theaters across Russia and abroad, serving simultaneously as the director and author.
In 2013, Grigoryan was recognized with the national theater prize, the Golden Mask, for his multimedia performance, “Full Moon.”